منهجية التغيير في الأفكار - هاني المنيعي

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Advertising reaches only the driest tinder.

Experience can reach the mildly interested

Personal influence reaches the masses

There are four steps to a PyroMarketing fire.

Gather the driest tinder: These people have the lowest

ignition temperature relative to your product. The

slightest heat from your marketing causes them to light

and burn hot. This is the only group whose ignition

temperature is within reach of traditional advertising.

Touch them with the match: Let people experience your

product or service. If you want prospects to laugh, don't tell

them you're funny; tell them a joke. Experience is hotter

than advertising and can ignite even the mildly interested.

Fan the flames: This means equipping your customers to

spread your message more effectively through word-of-

mouth. Personal influence is hotter than advertising or

experience and the only way to convert the apathetic

masses. Reach them by leveraging the power of

passionate customer evangelists.

Save the coals: Keep a record of the people you find with

your marketing so that each new campaign builds equity

you can tap in the future.

PyroMarketing: The Four Step Strategy to Ignite

Customer Evangelists and Keep them for Life by Greg

Stielstra (HarperBusiness) arrives in stores this

September 27. To learn more visit

www.pyromarketing.com. Spread the fire. !Greg Stielstra

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Unleashing the Ideavirus 32 www.ideavirus.com

Here’s a schematic of typical word of mouth. Notice how few cycles there are, and how it drops off

over time.

Here’s an ideal ideavirus. Note how much more frequently the cycles occur, and how each cycle sees

the virus grow.

With an ideavirus, both principles no longer apply. Ideaviruses spread fast and they spread

far. With word of mouse (word of mouth augmented by the power of online

communication), you can tell 100 friends, or a thousand friends. Because the numbers are

larger and faster, the virus grows instead of slows.

Even before the Net, there were special cases of viruses. In traditional word of mouth in the

book business, someone reads a book and tells a friend. It’s nice, but it’s not usually enough.

The Bridges of Madison County, however, became the bestselling novel of the decade, because

booksellers adopted it and told people. As a bookseller, you’ve got exposure not just to a few

people, but hundreds of people. So the serendipitous word of mouth that helps some books

is replaced by a rapid, virulent alternative.

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منهجية التغيير في الأفكار - هاني المنيعي

Education